对情境式电视公益广告语的分析

The Analysis of The TV Public Service Ads under the Slogan of Specific Situations

为增强电视公益广告的表达效果,探求其语言的特点及作用很有必要。观察近几年电视中出现的情境式的公益广告,并与前些年出现的口号标语式的公益广告的语言进行比较,发现该类电视公益广告语在具体情境的影响下呈现出一定的特点:用词的具体化、语体风格的口语化、人物语言的方言化。

In order to enhance the effect of television public service ads, it is necessary to explore the char-acteristics and functions of their language. After observing the TV public service ads under the slogan of specif-ic situations and comparing them with the language of the slogan style, we find they present certain characteris-tics — specific, colloquial, dialects, due to the influence of such specific situations.